MOT & trade come together
Director General, Ministry of Tourism, insists that this is the right time for people to take up the IITFC programme, while the ministry looks at a start-up strategy for tourism together with industry stakeholders.
Speaking of the new normal, has claimed that once the lockdown is over and people start working in a normal fashion, Ministry of Tourism (MOT) hopes that domestic tourism will be the first segment to revive. “It is human nature to travel, hence, it is not expected that people will not travel for a long time. However, owing to the various issues related to preparedness, international travel will take much longer to commence. Even long-distance travel within the country would be on hold because of protocols, which may be required for air or rail travel. On the other hand, travel within the state, or for shorter distances, will happen much faster. Hence, we are looking at a strategy to approach that,” she reveals.
Meenakshi Sharma
Sharma suggests that there is a need to create new experiences for domestic tourists because people will travel in a different fashion going forward. “This means that people might look at less crowded places, as social distancing and apprehensions regarding travel will be on their minds till the vaccine comes out. Keeping that in mind, we thought of exploring various options. We hope that the confidence of people to travel comes back soon,” she explains.
Now is the time for IITFC
Sharma believes that now is the right time for the Incredible India Tourist Facilitator Certification (IITFC), for which MOT is already seeing a steady streaming. “We have also written to the state governments to encourage their stakeholders who may be working directly, to encourage others further. A programme like IITFC makes a lot of sense currently
because firstly, it helps in getting a certification that is flexible and allows you to work part-time or full-time depending on the circumstances. It also carries the strength of an MOT certification, which can help them in the long term. This is absolutely the right time for taking the course. People have time available and tourism is going to take some more time to get back. Hence, there will be a lean period, which I hope people realise for this purpose,” she shares.
Digital communication
MOT recently increased the number of languages for its website. The next step in its digital communication strategy are webinars. Sharing details, Sharma says, “The website is doing well and many people use it for information. We have come up with a webinar series called ‘Dekho Apna Desh’, which is also getting hosted on our website, so that people can get access to it even if they’ve missed a webinar or want to re-visit it. We are very happy with the enthusiasm of the industry for these webinars. The ministry is only providing a platform and organising it. However, all the information and presenters are from the private sector. This also means that we will not take too long in revival because people are already interested. People from world over are saying that it is on their agenda to visit India and they will do it as soon as possible.”
She adds that the webinars normally get 3000-4000 registrations
and at least 2000 people attend it regularly, which is good considering that there are so many online sessions happening simultaneously across the world.
Addressing industry issues While the industry is gaining product knowledge through the webinars, they are struggling in their businesses and have been making representations to the MOT and various other ministries. Sharma claims that everybody in the government is aware of the condition of the tourism industry. “We have already approached Ministry of Finance,
Ministry of Commerce & Industry, and other ministries on behalf of the travel industry. Everyone is aware of the kind of distress tourism is going through. I am sure we will get something, but challenges are many and they are across the board. The immediate challenge is how to handle the health crisis and other things only come next. How much would be done and could be done is yet to be seen. The problems of the industry, however, are well known and well represented,” she asserts. MOT is believed to be in dialogue with the industry and the next step would be to work with them on a strategy when the lockdown is lifted.
Meenakshi Sharma